Dementia is so much more than the loss of memories for those individuals living within the 2SLGBTQI community. Due to compounded societal trauma, many suffer alone, in isolation and without the specific care they require to support their identity and dignity.

Egale Canada came to us to help them raise awareness of the issue and focus on the support needed to navigate change in caring relationships, acknowledge the diversity and fluidity of identities, and deliver a comprehensive range of services for both 2SLGBTQI people living with dementia and their caregivers.

Our campaign, ‘Help Us Remain’ brings this community issue to the forefront by revealing the untold stories of 2SLGBTQI people across Canada who are living with or have a connection to dementia.

The campaign, which launched on January 8 during Alzheimer's Awareness Month, includes a short film, social, digital and OOH, all centering on a trans woman named, Ann, who is battling early-onset dementia while trying to hold onto the identity she fought so hard for. As she reflects on her life's journey, her partner must advocate for the gender-affirming care she can no longer ask for on her own.